Rubra

Rubra is a bitter yet sweet drink at the same time. Made based on bitter, known for its bitterness and reddish hue, Rubra has something different, a difficult task to explain in words, but when experienced, it all makes sense. So, the big challenge was: how to explain a flavor simultaneously bitter and sweet? How to convey this sensory duality that defies verbal understanding, leading us into ambiguous paths and, why not, surreal ones?

In Rubra’s packaging, one can discern the influence of the works of René Magritte and Giorgio de Chirico, pillars of the surrealist movement of the early 20th century. Inspired by Chirico, we found a dreamlike landscape where reality and unreality coexist harmoniously among arches, stairs, and sharply defined shadows creating a fantastic architecture. Magritte’s legacy lies in challenging our perception with different planes that cause us a certain amount of confusion, in addition to the dual notion of day and night through lighting and, simultaneously, the classic clouds of a beautiful sunny day.

These artistic influences and visual concepts converge in a clean and direct execution, infusing modernity and clarity into a complex panorama. The vector illustration gives contemporaneity to the ready-to-drink beverage that aims to be sophisticated and unpretentious, sharpening curiosity through packaging as enigmatic as the liquid it contains. Abusing the shades of red, the label plays with the metallic texture of aluminum, alternating between matte and transparency, bringing shine, elegance, and subtlety to the packaging.